With so many online shopping options out there, it can be difficult to not only attract customers to your website but also to keep them on the page long enough to make a purchase. The key to turning potential customers into actual customers is understanding the psychology of consumers and how they make decisions. Here are three things that customers are thinking about when they order a product or service online.
A Need for Convenience
First and foremost, potential customers want a convenient online shopping experience. Online shoppers look for several things on a website: easy search features that help them find the product or service they want, easy access to information about the product or service, and easy checkout options when they make that final decision.
For you, that means your website should be easy to navigate with a few clicks and should include a way to search the site. A fast-loading website on mobile and desktop is imperative as well. It’s also best to keep distractions to a minimum, including nixing annoying pop-up banners or including unnecessary steps in the checkout process.
Natural Suspicion
When a consumer order online, he or she is also thinking about potential scams. Most people have a natural suspicion toward smaller websites that aren’t big brand names or toward sites that carry some risk. Also, it’s because of how common scams are online that customers are often cautioned against sites like eBay or Craigslist where it’s often difficult to verify the authenticity of a product.
Gaining a consumer’s trust is one of the most important things you can do in order to increase sales. Ways to prove yourself include offering plenty of information about who you are and who is behind your company. Consumers also want to see thorough product descriptions and photos, as well as clear policies when it comes to payment, shipping, and returns. A potential customer might let his or her suspicion take over if he or she can’t find contact information, see stock photos of products, or is asked to provide too much information.
A Good Deal
Last, potential customers are always thinking about how great of a deal they can get for a service or product. Most online shoppers will visit multiple websites in search of the best price, and they will also search coupon sites for useful ways to save money. To turn potential customers into paying customers, you need to make them feel like they are getting the best deals on the web. You can try a number of different things, including offering free shipping or a discount code, as these can sway a customer into making a purchase on your site instead of leaving to search elsewhere.
Understanding the ways that customers think when they buy online is crucial to your success. A need for convenience, a natural suspicion, and the want of a good deal are all things that your customers are thinking about when deciding whether to make a purchase or not.
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